3. Organizing a crisis unit

A crisis is a moment in the life of a company that requires an organized response. The creation of a crisis unit creates the coherence necessary for decision-makers to act quickly and judiciously.

This unit brings together the organization's various stakeholders to centralize information and prepare decisions. It is generally made up of senior executives, business experts and communications managers, one of whom will act as the organization's spokesperson, both internally and externally. The communications manager communicates the decisions taken and conveys the expectations of the various internal and external stakeholders to the crisis unit. He or she must identify the audiences concerned and their specific concerns, so that the crisis unit can respond appropriately.